Amazon uses cash back benefits to entice Prime members to Whole Foods

Amazon uses cash back benefits to entice Prime members to Whole Foods

Customers with the non-Prime version of the card will also get 3% back at the popular grocery chain.

Amazon is offering Prime members who use its Visa rewards card 5 percent cash back when they shop at Whole Foods, the company said Tuesday.

Non-Prime members with the Rewards Visa Card will get three per cent back on their Whole Foods Market purchases, on top of the three per cent they already receive on all purchases, the two per cent on restaurants, gas stations, and drugstores, and the one per cent back on other purchases. That's the same reward for owners of the card who shop at the Amazon website.

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The card now earns 5% back on Whole Foods purchases, the first time it has extended a rate this high on purchases beyond Amazon. Blue Cash Preferred® Card from American Express cardholders can earn 6% cash back on US supermarket purchases (up to $6,000 a year), which includes Whole Foods purchases.

Amazon's latest move since acquiring Whole Foods falls in line with CEO Jeff Bezos' ultimate vision for Prime, which he has previously said is to make its selection of rewards and offerings so plentiful that it simply becomes "irresponsible" for consumers not to sign up.

You don't have to be a Prime member to be approved for Amazon's Rewards Visa, but it pays if you are. Amazon opened pop-up stores this past holiday season at Whole Foods locations with opportunities for customers to try out devices and learn more about Prime. The company also added hundreds of Whole Foods items to Amazon Fresh, the home grocery delivery service launched some ten years back.